Case Study

1. After reading the Eileen Fisher case study Eileen Fisher: Repositioning the Brand, answer the following questions in a series of PowerPoint slides:
   1. How is the Eileen Fisher brand story embodied in its products, stores, employees, and marketing and advertising?
   2. How strong is the brand story? What are the core brand associations and meaning narratives associated with the brand?
   3. How healthy is the Eileen Fisher brand at the time of the case? How do you know?
   4. Should Eileen Fisher reposition its brand to target the emerging and/or the nascent segments? What are the pros and cons of repositioning the brand to appeal to each target?
   5. How should Eileen Fisher reposition its brand? Specifically, address the pros and cons of the following brand actions:
      1. Should Eileen Fisher change its existing brand to appeal to emerging women? To nascent women? Why or why not?
      2. Should Eileen Fisher retrench and continue to exclusively target the established women? Why or why not?
   6. Has Eileen Fisher stayed true to its brand, or has it strayed too far? What do you think will happen to the value of the brand in the future?

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